Social media influencer marketing in the food industry : a spatial distribution of research

Abstract

PURPOSE: The aim of this article is to conduct a review of the literature on influencer marketing and the food industry, in terms of research subject and the spatial distribution of research.

DESIGN/METHODOLOGY/APPROACH: The study used elements of the systematic literature review method (SRL). The SRL method employed the Scoping Review (SR) tool for selecting and aggregating knowledge through the process of mapping and structuring information provided by the literature review, and the technique of in-depth analysis of full-text articles (73 items).

FINDINGS: The review of the literature showed that research on influencer marketing in the food industry is dominated by the issue of social media influencers' impact on infants, children, and adolescents. The literature review regarding the spatial distribution of analyzed studies indicates the dominance of researchers affiliated with the world's leading research centers in the USA, Western Europe, and Australia.

PRACTICAL IMPLICATIONS: Influencer marketing in the food industry is a powerful tool that harnesses the influence of popular individuals to promote food products, restaurants, or culinary experiences. However, Influencers should be made aware of the ethical responsibility they have when choosing to promote products. Regulations to protect children from marketing must extend beyond paid advertising to include paid content in posts generated through web-based communities and by influencers.

ORIGINALITY/VALUE: Research into influencer marketing in the food industry is still in an early stage of development, especially in the context of influence on young consumers and their parents. The results of the literature review of 73 articles made it possible to identify the subject of the research and its spatial distribution.